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I’ve always been fascinated and perplexed by the rhetoric that brands use when talking about Amazon. It’s usually a combination of uncertainty, confusion and absolutism. Most of this, understandably, comes from fear. As every day passes, the saying “Amazon can’t get into this” or “Amazon won’t get into this” becomes increasingly perilous and false. The world has never seen a company like Amazon before—it’s unlike any conglomerate ever created, something I will expand upon soon—and anyone that claims to objectively know what the company will and will not do is lying.

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